Saturday, September 20, 2014

Kashi returns to its roots

It was not even one year ago that I commented on Kellogg's disappointment with Kashi, the natural food brand it had acquired fourteen years ago. It was becoming obvious that Kashi had lost its niche appeal and was becoming just another mainstream cereal brand. Coming under the Kellogg umbrella and relocating to Battle Creek has domesticated Kashi and lessened the passion that some consumers had for its cereals.

According to Food Business News Kellogg is recognizing that its big corporate approach to such a loved specialty brand isn't working and that Kashi needs to return to its roots. Last month the company announced that David Denholm, the former General Manager for Kashi in 2006-2008, is returning as the CEO of Kashi and that business will return to La Jolla, in southern California, where it was founded. Kellogg executive Paul Norman admitted that "when you come off a trend of health and wellness, you slip to the side, it can be quite painful," and that these latest moves are designed to "get on the front foot and get forward back into progressive nutrition."

This is an important move for Kellogg during a time when cereal consumption is shrinking and the big companies are struggling to be competitive. Breakfast cereal is not just about big business, but taps into people's passions and emotions. Executed well, this has the potential to give Kashi the boost it needs. If it works we may see similar moves at other brands.

Tuesday, September 16, 2014

Monster evolution

This is not new news (I highlighted it on the Facebook page last month) and in many ways I wonder whether it deserves yet another complete blog post, but the annual release of General Mills' Monster Cereals has become such a highly successful and expected campaign that it probably does require special attention. At least this year again.

Just in time for Halloween every year General Mills provides a limited release of these popular cereals that have their origins back in the 60's. These are nothing less than fun cereals that fit the season and elicit all kinds of nostalgia for those of us who grew up on these sugar-laden breakfast treats.

Last year General Mills went big time with the Monster Cereals, even re-releasing two of the franchise that had been hidden in the vaults for many years, Frute Brute and Yummy Mummy. In addition to the bold, modern artwork they also released vintage boxes of all five varieties at Target.

So, how does a company keep up their past successes? Try a new twist. This year, they have acquired the talents of artists from DC Comics to give a fresh look to the three mainstay monsters, Count Chocula, Franken Berry, and Boo Berry. Unfortunately Frute Brute and Yummy Mummy have returned to retirement, but for cereal enthusiasts and box collectors the three redesigned monsters are must buys. And, those looking for retro boxes can return to Target for a new, old version of those (complete with cut-out masks)!

General Mills has a real winner here, and it's good to see them mix it up every year with something different.